Dragging rum out of the past and into today

Broadening tastes and experimental palates has seen Australian and New Zealand drinkers embrace a broader range of rum styles, providing an opportunity to create a new and disruptive brand for a rapidly growing category. The Edison Agency were commissioned to lead the creative and strategic process in partnership with Asahi Beverages. Our focus was to leverage emerging trends to rejuvenate the category through developing a spiced and golden rum spirit and pre-mixed brand that is unique and masstige for launch into Australian and New Zealand markets.

Crafted by up-and-coming mixologists and expert distillers, Untold is for modern day drinkers searching out new taste experiences. The Edison Agency created the Untold brand identity and packaging solution to bring something new and genuinly disruptive to a category. It’s a rum for here and now – not a tale of days gone by. It’s been created for the people that are built to explore – their night is always young, their script is never written.

The creative idea captures an anti-establishment ethos; one that celebrates genuine co-creation with designers, street artists, illustrators and bar tenders. An innovative approach that honours the cultural significance of urban bars and the craftsmanship of the ‘rum alchemist’. The Untold name captures the sentiment that ones journey is not predetermined and that life is an blank canvas – stories not yet told.

Want to know more about this project? Contact us.